Fusion Life have identified that the music industry within South Africa is currently lacking. The same music is being played throughout the country. There is no vibrancy uniqueness or color currently in the clubbing scene. Fusion Life believes that one of the key elements to playing great music is to bring variety of the table. Get rid of the same RNB songs that get played on repeat, and introduce diversity. Their proposal is to take advantage of the ever growing and popular Indian dance music (Bollywood). South Africa currently inhabits millions of people from Indian descent, and their plans are to combine the unique sounds of Indian club music with traditional and main-stream R&B, House, Hip-Hop and chart toppers. They believe this individual style of music will appeal to every clubber, from every walk of life.
In addition to changing the traditional music played in clubs, they plan to implement innovative technology to create a spectacular performance in clubs around the country. Their initial plans are to implement VJ'ing into the industry, which will allow for an real-time visual performance. Through VJ'ing, they will be able to create and manipulate images in real-time - thus allowing them to create the ultimate dancing experience. In addition, they plan to implement a Bhangra fusion dance floor for clubbers to dance on, while also bringing along their own Triple Fusion Dancers. Their experienced dancers will synchronize their dances alongside the music, to create an immersible event.
Fusion Life is currently planning to launch as a brand on the 1st December 2012. Their launch event will take place in Johannesburg, South Africa. In addition, they also plan to market to a mainstream audience through an extensive marketing program. They also have a further event planned for 24th December 2012, in association with DJ Elvis, The Durban Desi Krew, DJ Desiblue and DJ Sanveer.